An example of this is in a kitchen. You can tidy a kitchen for 3 hours, washing, drying and placing everything just so. You clean the fridge, the floor and the cupboards, and it’s perfect. Then, an hour later, someone has made a cup of tea. And suddenly, things have...

Remember that weighing a turkey won’t get it cooked. Measurement alone serves no purpose. We’ve touched on this before: yes, you need to measure data to note improvement or see what isn’t working, but the data you collect has to have a point and it has to be...

This is an old rule, and one that can be really hard to apply in today’s digital environment, but keep at the back of your mind. Generally speaking, it means that it’s best to have some form of measurement of an activity or it’s hard to gauge the value added. You need...

If you’re doing well, it’s easy to fall into the trap of becoming a bit arrogant – you think that what you’re doing has to be right because at the moment, it’s working. But what about the future? Instead of guessing at your next step, or just letting it happen, it can...

Top Tip: Reducing the words you use in your subject line can help open rates increase. Don’t blather - you just want the person getting the email to be interested enough to open it and follow the call to action. Remember to say clearly who you are and what the email’s...

Doing something 90% well is good enough. Do not strive for perfection - strive for communicating, communicating again, and then communicating again. If you aim to get something 90% right, then you will have planned, acted, done it, learned, and moved on to the next...

Marketing is manipulation – fundamentally we manipulate our audience to encourage them to buy our products. Manipulation is an unpopular word, but if we’re honest, we all know that’s what we’re doing. However, it doesn’t necessarily mean that it’s wrong to do it or...

Marketing is about Attention, Interest, Design, Action and Reaction. Or…AIDAR…and no, it’s not some strange version of a Verdi opera. It means: Attention - we need to gain attention and be noticed Interest - we need to provoke interest Desire - we need to create...

Remember that you are not the audience. All that matters, is that you are useful to your audience - and you are not them - and no matter what they claim, no marketing agency is either - so don’t take your marketing for granted. We all work in our own bubble, so you...

Marketing is a game of consistency and persistence, you have to get going and keep going. Consistency is defined as ‘the quality of achieving a level of performance which does not vary greatly in quality over time’. Think about it. You could probably see an advert for...

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